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Women in sport and sport marketing

This is an excerpt from International Sport Management-3rd Edition by Eric W. MacIntosh,Gonzalo A. Bravo,Carrie W. LeCrom.

By Gashaw Abeza and Benoit Seguin

Women’s participation in sport has been marginalized and undervalued historically, particularly for ­women from underrepresented groups (Staurowsky, 2019). As Fraidenburg and Backstrom (2021) noted, the endeavor to secure equal opportunities and equitable repre­sen­ta­tion for female athletes in the domain of sport has resulted in varied outcomes over the past 40 years. Issues related to ­factors such as spectator attendance, sponsorship, and financial support have been challenging, leading to the dissolution of the ­Women’s United Soccer Association in 2003 and the loss of six WNBA teams in the period from 2002 to 2009. Nevertheless, ­these challenges did not limit other professional ­women sport leagues from emerging, including, as Fraidenburg and Backstrom (2021) noted, the inception of the National Pro Fastpitch League in 2004, the establishment of the National ­Women’s Soccer League in 2012, and the introduction of the National ­Women’s Hockey League in 2015 and the PWHL in 2023 . Outside the United States, changes have occurred with the expansion of the ­women’s Australian Football League to encompass 14 teams and with the substantial sponsorships secured by the ­Women’s Super League football association in ­England. Also, as the authors indicated, the annual Libertadores Femenina club competition for ­women has been ­organized by the South American Football Federation since 2009. Similarly, the viewership of ­women’s sport events has increased; 1.12 billion viewers watched the final match of the 2019 ­Women’s World Cup. The ­Women’s College World Series attracted over 1.5 million ­television viewers in 2015 (Fraidenburg & Backstrom, 2021). A growing number of spectators, both male and female, are drawn to ­organizations and events like the ­Women’s Tennis Association, the WNBA, and the FIFA ­Women’s World Cup. While ­these developments underscore the growing opportunities for female athletes to participate in professional sport and the increasing popularity of ­women’s sport among spectators, the sports media continues to fall ­behind in its coverage of female athletes. An exception was the 2024 U.S. college ­women’s basketball championship that drew more viewers than the men’s championship.

In this regard, Cooky et al. (2021), on the most recent iteration of their 30-­year longitudinal study of gender in televised sport, reported ­little change in the quantitative allocation of coverage of ­women’s and men’s sport over the past 30 years. However, the quantity of coverage of ­women’s sport on ­television news and highlights shows has continued to be dismally low. In a similar manner, Taylor et al.’s (2021) investigation of print media archive data covering 45 years showed that journalists trivialized ­women’s participation in football, and the coverage has maintained hierarchies of gender. The unequal coverage of ­women’s sport on social media is similar to that of traditional media. A study by Fraidenburg and Backstrom (2021) that investigated the repre­sen­ta­tions of sportswomen on espnW’s and ESPN’s Instagram accounts reported that ­women’s sport received less coverage and separate coverage from the men’s (i.e., having an espnW ­women’s focused account), which upheld male dominance. The study found that ESPN’s Instagram rarely carried posts on sportswomen. On the other hand, while espnW’s Instagram posted female empowerment messages, it contained a relatively lower number of postings about sportswomen compared to ESPN’s coverage of sportsmen and communicated less engaging content. This is contrary to the assumption that social media has ­great potential as an alternative venue to enable and enhance the media repre­sen­ta­tion of sportswomen. In their study that focused on the Australian and New Zealand sports media’s role in promoting ­women’s sport mega events, Crabill et al. (2023) raised impor­tant questions. The authors reported that the media platforms primarily serve as vehicles for spreading bid committee narratives and uncritically promoting claims of ­women’s empowerment, participation growth, and commercial benefits, potentially lacking critical analy­sis.

As noted, ­women’s sport started to receive comparatively better attention and recognition; however, it continues to receive far less coverage than male sport. From a diversity, equity, and inclusion (DEI) standpoint, sport marketers face both opportunities and challenges as a result of the positive shift in the recognition of ­women’s sport. On the one hand, marketers have access to a larger potential customer pool that needs to be explored further. ­Women make up a significant percentage of the sport consumer market (Newland & Hayduk, 2020), particularly ­those from marginalized backgrounds, and their influence transcends their own group.

To market ­women’s sport and athletes from a DEI perspective, sport marketers must adopt a more inclusive, equitable, and culturally sensitive approach. This includes the following:

• A determination to challenge intersectional ­stereotypes. Marketers should proactively strive to confront intersectional gender and racial ­stereotypes within sport by highlighting athleticism, skill, and dedication while acknowledging and celebrating the diversity of athletes.
• A determination to engage diverse fan bases. Customized marketing campaigns that resonate with individuals from dif­fer­ent backgrounds should be designed and can be highly effective. Hence, marketers should engage with diverse fan bases by understanding their unique perspectives, preferences, and interests.
• A commitment to incorporate collaborative DEI initiatives in marketing efforts. Marketers must collaborate with ­organizations and initiatives focused on promoting DEI in sport, which can help marketers align their efforts with broader social and DEI goals.
• A determination to have equal repre­sen­ta­tion with a focus on intersectionality. Visibility and acknowl­edgment should be extended to athletes from marginalized and underrepresented communities. In this regard, marketers should commit themselves to ensuring that athletes from diverse backgrounds are provided with fair and balanced repre­sen­ta­tion in terms of media attention and endorsement prospects.

Overall, the intersection of ­women in sport and sport marketing is a dynamic and evolving issue, particularly when viewed through a DEI lens. While ­women’s sport is gaining a relatively encouraging visibility and DEI challenges persist, the potential for marketers to access this changing market is significant. By adopting more inclusive, equitable, and culturally sensitive marketing strategies that address DEI concerns, sport marketers can minimize barriers and empower ­women in sport, eventually benefiting both athletes and marketers alike. As ­women’s sport continues to rise with DEI princi­ples at the forefront, the ­future looks promising for a more inclusive and diverse sport marketing landscape.

More Excerpts From International Sport Management-3rd Edition

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